Case Study: McGaw.io achieves accurate multi-touch attribution reporting with Looker

Accurate multi-touch attribution reporting with Looker, Segment, and McGaw.io

McGaw.io partnered with Looker and Segment to solve two common marketing problems: fragmented MarTech stacks that silo customer data, and misleading attribution that over-credits touchpoints close to conversion. Complex, multi-touch conversion paths make it hard for marketers to trust ROI analyses and allocate budget effectively.

Their three-part solution used multiple MTA models, Segment as a centralized CDP, and Looker Blocks (including a Multi‑Touch Attribution Block) to standardize data and report attribution consistently. A sample time‑decay report showed 463K sessions, 22,288 conversions and $3.55M revenue and revealed that Organic Search, email, and internal traffic drove the most value, Paid had high value per session, and Organic Social underperformed—insights that improved channel prioritization and budget decisions.

McGaw.io

Dan McGaw

Founder and CMO